FAMILY BRANDING

PRESENTED BY: SHOBHIT BHATNAGAR DIVYA VERMA VINOD VAIBHAV HITKARI

STIMULUS GENERALIZATION
Making the same response to slightly different stimulus.

Its applications are:

Look alike packaging (Private labels, counterfeiting, me-too) Product line extension (Apple iPods) Licensing (IPL team apparels) Family branding

Family brands utilize this to capitalize on the

consumers ability to generalize favorable brand associations.

FAMILY BRANDING
It is the practice of marketing a whole line of company

products under the same brand name

Advantages Disadvantages

Easier & less expensive promotions Easier & cheaper new product launches Generalization of favorable brand associations from one product to others.

Potential risk from other products in the brand Need for maintaining consistent high quality of all products.

FAMILY BRANDING GIANTS

GCMMF NESTLE

Brand

No. of products Type of products

Over 30
MILK & RELATED PRODUCTS GHEE BEVERAGE RANGE

12
NOODLES SOUPS KETCHUP PASTAS

PRODUCT LINE MILK CHEESE SPREADS ICE CREAM PANEER GHEE CHOCOLATES MILK POWDER FRESH CREAM DAHI BEVERAGE RANGE

VARIANTS #1 Slim n Lite Pizza Mozzarella Butter Ice Creams Malai Paneer Ghee Milk Chocolate Bindaz Wafers Spray Fresh Cream Masti Dahi Flavored milk Probiotic Dahi Kool cafe Flaavyo Kool koko #2 Gold Processed Lite Frozen Yoghurts Fresh Paneer Yellow Ghee Almond Bar Chocolate Syrup Amulya Dark Chocolate Cooking Chocolates Fruit & Nut #3 Tazza Cheese Spreads Margarine Gouda Cheese #4

PRODUCT LINE NOODLES SOUPS KETCHUP PASTA MISC.

VARIANTS #1 2-Minute Healthy Soups Tomato Pazzta Magic Cubes Bhuna Masala Masala aeMagic Pasta & Pizza Sauce Tomato (NOG) Hot & Sweet Pichkoo #2 Vegetable Multigrainz #3 Vegetable Atta #4 Cuppa Mania

COMPETITION
AMUL
MOTHER DAIRY
Biggest competitor

MAGGI
Multiple brands due to various

product categories
Horlicks Foodles & Sunfeast

Does not employ stimulus

generalization BRITANNIA
Not present in packaged milk

Yipee (Noodles)
Knorr (Soups) Kissan & Heinz (Ketchups)

sector
Effectively uses family branding &

also product line extension (biscuits, etc.)

BRANDING STRATEGY:
Quality | Mascots & Taglines | Advertising | Social Responsibility All these have helped Amul in building a superior brand image &

this brand image is transferred to all other products that Amul launches
The consumers are now accustomed to trust Amul for all milk

related products
By using the same brand name AMUL on all products the

company uses stimulus generalization to enable a positive reaction towards their products
Amul uses its tagline (The Taste of India) & mascot (Amul girl) to

condition consumers to respond positively to their products

BRANDING STRATEGY:

BRANDING STRATEGY:
Nestles Maggi has coupled family branding with brand extension

launching multiple & even unrelated products under the same MAGGI brand name.
In

addition to innovative promotional activities & multiple packages, Maggi associated itself with mainstream television programme & advertised heavily on kids programme & channels. to position itself as the viable option for an evening snack.

Maggi employed repetition by showing television ads & attempting Maggi also extensively uses its bright yellow color in packaging,

etc. to create a favorable association for its other products

BRANDING STRATEGY:

SUPERIOR BRAND & WHY?

Although both brands operate in different product categories, the

brands can be compared on how effectively they use family branding.

That being said, we as a group consider MAGGI to be a superior

brand amongst the two family branding giant.

Maggi on the basis of its brand image has successfully been able

to foray into new product categories whereas Amuls product mix is limited to milk & related products
Maggi has also used its brand image to position itself in its target

audience to better generalize its brand

Overall, Maggi has achieved more success on the basis of its

brand image & their reinforcement efforts (advertising campaigns, etc.) in comparison

THANK YOU